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Why would prices be cheaper? How would the user interface be changed in anyway and how would it benefit users?

That's exactly my point. There are no real improvements I can see coming from any new store. Please explain how it will be better and why any actor would make it better.

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> Why would prices be cheaper?

In the emails linked, even Apple acknowledges that the 30% will be passed to the customers.

One Apple employee acknowledged that in their discussions with Uber employees about their need to pay a commission on IAPs, Uber tried to convince Apple to remove their commission because that 30% would have to get passed on to customers.

However, I have no reason to believe that Uber would actually follow through. It seemed like a bluff. Certainly, any economic theory I'm aware of would have Uber and customers split that 30%, with Uber paying the vast majority out of profits.

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